More than a third of Brits now using AI to plan holidays - but nearly 4 in 10 unaware of the risks

New research from Go.Compare reveals that over a third of UK adults (35%)* have used artificial intelligence (AI) tools such as chatbots and generative platforms to help plan a holiday in the last 12 months, highlighting a growing shift toward tech-driven travel planning.

The data also shows that younger Brits are leading the trend, with almost two-thirds (62%) of those aged 18–24 saying they’ve used AI to organise a trip.

When asked why they were turning to AI to plan their holidays, the most common reason was to save time researching and planning, with 38% of respondents saying it helped this part of the holiday planning process. ** 35% said it helped them get ideas for an itinerary while they were away, and for 28% it was to learn more about a less well-known destination.

However, the research also uncovers a concerning knowledge gap around the potential pitfalls of relying on AI for travel planning.

A striking 39% of Brits said they were not aware that using AI could result in inaccurate or misleading recommendations. While this may sound like a minor inconvenience, it could mean holidaymakers end up being directed to attractions that no longer exist or are closed, receiving outdated or incorrect transport schedules, unrealistic itineraries with unachievable travel times, or even being guided toward unsafe or unsuitable locations, something which Rhys Jones, travel insurance expert at Go.Compare, explains could be costly.

“AI is quickly becoming a go-to tool for holiday planning, especially among younger travellers looking for convenience and speed, but it’s always worth checking the information it’s given you. From closed attractions to impossible travel schedules, it isn’t always reliable and could even land you in some dangerous situations, and it’s worth noting that you might not be protected under your travel insurance policy if anything happens.

“To stay safe, travellers should treat AI as a starting point rather than a final authority. Always cross-check recommendations with official sources, verify opening times and transport schedules directly with providers, and use reputable booking platforms. Building in flexibility and allowing extra time between connections can also help avoid unnecessary stress.

“Ultimately, while AI can be a helpful planning assistant, relying on it entirely can carry risks. A balanced approach - combining technology with trusted, verified information is the best way to ensure a smooth and enjoyable trip.”

Rhys has also put together his top tips for using AI safely when planning a holiday:

• Double-check all recommendations against official websites and trusted travel providers
• Confirm opening hours, availability, and transport schedules directly with operators
• Avoid overly ambitious itineraries with tight timeframes
• Research destinations independently to ensure they are safe and suitable
• Keep copies of bookings and confirmations from verified sources
• Ensure you have comprehensive travel insurance in place before you travel

To find out more about what travel insurance covers, you can read the guide here.